Like any industry or profession – there are certain stereotypes and assumptions.  Jocks aren’t too bright, accountants are dull, programmers are nerds,actresses are bimbos and doctors are benevolent.  There can be a kernel of truth; let’s face it these misconceptions start somewhere.

  Salespeople and the sales and marketing industry are no different.   I’ve identified 9 “myths” or misconceptions about sales/selling and salespeople that you should ignore. 

1. Selling is about tricking someone to buy something they don’t want or need.   No.  Call that behavior what it is.  Deception and it’s unethical.  Selling is ALL about meeting the needs or wants of a customer with a solution or product.  I know it sounds too simple; but that’s really it. 

2.  Sales people have to be outgoing and chatty.  Well, no.  There’s no such thing as a “sales” personality.  That’s like saying someone is a natural born janitor. 

3.  Sales/Selling is hard.  Well, it can be if you don’t understand how to attract clients who want what you offer, but the actual tactical steps are easier than lots of things – like programming or geometry or giving someone an injection.  We assume that other professionals train to be good at what they do – but that selling should come naturally.  Why?

4. Sales people only care about making money.  We all want to be compensated for our work – and sales people are no different.  A good sales person (or business owners who sells) cares about the client first because they know sales will naturally follow.

5.  Everyone is a potential customer.  This leads many who attempt sales to frustration.  Targeting your market is critical to sales success.   Lot’s of small business owners are so eager for business they attempt to scatter their sales message to anyone who will listen.  Get your message in front of people who are in your target market and your chance for success will increase dramatically.

6.  Sales in a numbers game.  If you knock on enough doors (who really wants to do that anymore?) you’ll make it big.  Unfortunately no.  Unless you’re a girl-scout selling cookies, you’re likely to be ignored and if you just waltz into someones place of business – it’s doubtful you’ll get past the front desk.  Spend some time developing a strategy to get in front of those who need you – and respectfully connect with them. 

7.  You have to be a people person.  Whatever that means.  These days many people market online from their kitchen table.  It’s not that they don’t like people, but you don’t have to do the face to face thing. 

8.  Online marketers are spammy and can’t be trusted.  Like anything – there are some who are less than ethical or just downright rip-offs.  But many work very hard to build rapport, trust and over deliver to gain the confidence of loyal clients.

9.  Selling is only about price.  It’s about value.  If price were the only consideration, no one would pay $200 for jeans or $1600 for a purse or $18,000 for a motorcycle.   Make your product or services more valuable to me and I’ll pay extra.  We all do it.  There’s no reason it won’t work in your business. 

Don’t let these myths or misconceptions prevent you from having sales success.   Take the time to understand your market, and get your message in front of the right people.  For more tips and specific steps, sign up for my e-newsletter – it’s full of easy-to-do actions that you can implement right now.

 I just started a workout program this past week.  It’s a high intensity bootcamp style class with an instructor who really makes me push myself.  For those of you who don’t know me well, I am in serious need of this type of fitness instruction.  On a fitness scale of 1 to 10 I’d rate myself a 3.  I can jog slowly for a mile or so and I’m coordinated enough to not fall over or trip on the stairs, but that’s about it. 

  It wasn’t always this way, but that really doesn’t matter now.  What matters is what I decide to do today. 

  In the class - they are at 5 AM, did I mention that part?  Just getting up and being there on time is a big win for me – there are others who are in much better shape, older, younger, men and women. 

  After class on Friday a nice guy I that I met the day before came up and said he was glad to see I came back (I think I looked really pathetic at the end of class on Thursday)  He began to relay his story.  He started working out 9 months ago and has lost over 100 pounds.  Looking at this super fit guy you’d never guess he’d been heavy. 

  The best part was that he wanted to encourage me.  He gave me some advice about what worked for him.  He told me not to worry about what I couldn’t do in the class (and there’s alot) and not to compare myself to others.  He also said I can do more than I think I can.  Like so many things in life, results come with persistence and a willingness to put in the time to master new skills. 

  So what do you want to master?  Where can you push yourself?  What have you mastered lately?  It’s nice to share!

 I love sales.  And moving.  And beets.  I know that makes me a little strange.  I have been involved in sales of some type since 1989 (i started very young) and for the first few years I seriously couldn’t understand why everyone didn’t want my job.  I was a B2B rep for a computer supplies company, commission only, calling on businesses in the Columbus OH area and I loved it.  I thought then (and kind of still do) that everyone should be in sales.

For the past 18 months, I’ve been doing sales training and one on one consulting.  I love that too.  It’s really cool to help someone develop their sales skills and see results.  Then they go from hating (or fearing) sales to loving it too.  Nothing is better than making the sale (and collecting fees/payment) for your work.  

If you are lucky, you love your work and the paycheck is second to or equal with your passion for the services your offer, or the products you create.   Think of the people who are helped by you and your company.  Whose life is better for having worked with you or purchased your product?  How did it impact your customer?

Those are the stories that make a sales person.  Tell that story, help me understand that part of your business.  Learn to share that side of your marketing. 

What stands in your way?

 I’ve been thinking about former friends and co-workers today.   I’ve also been thinking about how everyday kind of things can end up making an impact that isn’t always expected.  Some of the lessons I learned were like that.    There’s a long, long story about my mentors that I want to write someday, but for today – here are a few things that I learned that have served me well and help me all the time.

Do It Yourself  – Or at least be willing to.  One of the owners of a company I worked for taught me this.  He was a self-made man who worked harder than anyone I knew.  He taught me how to do many things by showing me how he did it himself. 

Take Responsibility Alone – Share the Credit -  This was something I saw another owner do many times.  A big deal was lost?  He stood up and said, “My bad – I didn’t position us correctly, but we’ll learn from it and win the next one.”  A big deal landed?  “Everyone was helpful and deserved part of the credit”.   Selling is competitive and somewhat individual, but if you are a sales leader – this must be part of your leadership method.

Work Hard and Have Fun – They don’t have to be exclusive.  People who are passionate about thier work don’t always understand that a break here and there will help you and your staff blow off some steam and come back recharged.  Don’t be afraid to step back and have a good time.

Learning Never Ends – Again, in my early sales career, the owners of the company knew that regular training was critical to the success and development of the sales staff.  They encouraged it and led by example by regularly attending training and development seminars themselves. 

There are other lessons I learned along the way as well but these simple concepts have helped me to succeed.  Sometimes the most basic rules can be the foundation for guiding you through your decisions. 

What basic lessons do you refer to? 
How did you learn them?
Do you teach them at your company?

 I’ve been talking about 5 ways to develop a compelling marketing message.  One of the steps is adding value.  You should find a way for one simple reason. 
It works. 
 Customers will love it. 
They’ll talk to others about it. 
They’ll come back for more. 

Here’s a great example.  I recently wanted to send a gift to a friend who lives across the country.  I wanted it to be unique and somthing she could share with her husband too.  I chose to send Sugardaddy’s brownies.  I visited the store but could have easily accomplished this online as well.   A simple gift transaction has made me a raving fan. 

If you aren’t familiar - Sugardaddy’s make brownies – really amazing brownies with names like American Beauty and Drunken Chunky.  (Note: you can’t overdeliver if your basic product/service isn’t great to start with)

They ship brownies in really cool packaging.  It doesn’t just taste good, it looks good too.  When you open up the box, you know before you take a bite these are really special brownies.  They also promise next day so they are fresh.  Their standard is “Oven to door in 24.”  (Note: they charge for the service, but it’s not an option)

I placed my order, wrote a nice note to be included and left feeling good about my gift choice.
I was happily surprised by a phone call to thank me for my order - a nice touch – and they also let me know that my gift had been delivered and signed for.  Confirmation that my gift was there.  I also received a discount code for 10% off my next order.
 Easy?  Sure.  But hardly anyone does it. 
It made an impact. 

Sugardaddy’s doesn’t sell on price – they charge for shipping (of course) but only offer overnight rates because they insist that their product arrive and be fresh.  They don’t make cakes, or other treats – they market the “couture” brownie.  I love that they tell me as a customer – this is how we do it. We’ll deliver the best brownies in a beautiful package and guarantee freshness.  We’re awesome at that.  That one thing. 

How can you apply this concept in your business?    Can you simplify things and make doing business with you/your company easier and customers happier?

I met with a client this week to talk sales process.  She loves her work, but like so  many didn’t have a sales system that was working for her.  We mapped out a plan that she was excited to implement and we have some short term, do now steps that she could literally implement right away. 

 The conversation turned to a challenge that affects many.  I call it call avoidance – you know you should do it, but you don’t want to.  So instead, you answer emails, clean your desk, work on your expense report – whatever you can think of to stay busy.  And the calls don’t happen.  Then it’s been so long, you dread it.  And another week goes by and you feel even worse. 

 I’m not talking about making calls to people you don’t know, who don’t know you.  I’m talking about calling clients to check in, or following up on a proposal or setting up an appointment that you were asked to do.  Maybe you just need to call a leader in your industry and make a connection, or call someone to say thanks for the nice mention on thier blog or website. 

  The question she asked was, when is the best time to call to reach people?  I realize there are people who have researched this and can tell you that a certain time, on certain days will yield best results.  The problem is, that may not work for me.  Or you.  Or anyone you are calling. 

Call when it works for you.  Guess what?  If you block out an hour 3 days a week to make calls, do it when you want.  When you can focus and feel good about it.  You’ll enjoy it more and your calls will go better.  I know it sounds like one of those mystical-touchy-feely things.  So what?  The right people will answer or get your message.  Plus, the “wrong” time is still 1000% better than never!

I love talking on the phone.  I love making calls more than answering email.  But that’s me.  I helped my client figure out how to look forward to her phone calls.  The right people will answer, voice mail is okay, and geting this task done will make you feel so much better you’ll accomplish more.

Call Rx:  Pull up your calendar and schedule an hour next week that will be your phone call time.  One hour won’t kill you.  I promise.   Let me know how it goes.
Share your phone tips as well – how do you get in phone call mode?

I attended an event led by Jim Canterucci in January.  E. Gordon Gee the President of The Ohio State University was there and talked about being brilliant too.  Something he said has been rattling around in my brain since that day.  He spoke about having “nerves like sewer pipes”.  

That’s a memorable line just because it was not an analogy I’m familiar with.  In fact in a totally unscientific survey of the 8 people in the tweet seats no one had.  I think it’s a Gee-ism.  He went on to talk about what that means and how one develops such a trait.

Think focus and mental toughness.  He shared with everyone that in his life this routinely comes into play whenever the topic of an NCAA Football playoff system is written about or discussed in the media.  His position is unpopular even in OSU crazed Columbus where he can usually do no wrong.  He indicated that he has thousands of letters (which he keeps) telling him how wrong, misguided, and clueless his opinion really is.  He has been quoted in Sports Illustrated and on ESPN and the sports pages in major college football towns. 

Not the type of press an academic, bow-tie-wearing guy gets.  And it probably isn’t going to stop any time soon.  

He says nerves like sewer pipes keep him going.  He’s public about his opinion because it’s expected of him. He didn’t defend it but you can tell he’s not likely to change his mind anytime soon.

I’m working on getting better pipes.  I don’t want to be deaf to criticism but I surely don’t want to be fearful to take a stand.  I started a business to help small business owners gain and retain customers.  The services offered will help entrepreneurs who are feeling pretty stressed, depressed and maybe even a little desperate. 

I’ve decided to take a stand for entrepreneurs who are nervous about moving forward, or taking their business to the next level.  Doing nothing may feel safe, but we all know better.  Sales strategy, planning and execution aren’t flashy but they work. 

Sewer pipes.  Thanks President Gee.  It’s a visual I can’t shake and I’ve tried.  Time to develop my own! 

Do you have other Gee-ism’s?  I’d love to hear them.  He’s a witty colorful speaker and was genuinely funny.  I’m betting there are more of them out there with a little lesson attached.  He is an educator after all!